A copy of the memo was reported yesterday on the Web site of Advertising Age, a trade publication.

The policy calls for publications to inform BP before running any news or pictures that mention the company, a competitor or the energy industry.

BP also demands that its ads be automatically pulled from any edition containing “objectionable editorial coverage,” according to the report.

A BP spokesman, who hadn’t seen a copy of the memo at press time, said BP doesn’t intend to boycott publications or pull ad dollars, but rather move ads so they don’t appear next to negative stories.

“It’s not designed to punish any editorial publication or control content,” said BP’s Scott Dean. But he conceded that “the way it’s described, the language is certainly unfortunate and regrettable. Our intent isn’t to be draconian.”

Some industry observers noted that BP’s policy appears to be tougher than most. BP is asking publishers to explain the procedures in place in their newsrooms as well as their ad sales departments to prove they can adhere to its standards.

“They said it’s mandatory that you pull the ads, and not only that, but you must explain to us your process,” said one ad executive. “That’s not their business.”